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Lipton teams with Billion Dollar Boy to set up “Social Hubs” of local creators across eight markets. These creators drive content production, community management, and measurement early in the process, giving Lipton on-the-ground social teams without hiring in-house.
- Lipton partnered with Billion Dollar Boy on a two-year "Social Hubs" trial, recruiting creator teams across seven markets (France, Turkey, Belgium, Spain, Netherlands, Poland, Saudi Arabia) via the Companion platform to act as local social teams without hiring in-house staff.
- Creators are embedded early in planning to feed cultural context and trend signals into content strategy, rather than just being booked for one-off campaign content at the end of the pipeline.
- The model bundles four normally separate functions—creator sourcing, content production, community management, and measurement—into one system, offering a middle path between fully in-house and fully outsourced social teams.